Mercedes Targets Younger Customers

By Kyong-Ae Choi

Mercedes-Benz is targeting younger Koreans with a new, sportier design.

Daimler AG’s Mercedes-Benz is looking to younger customers in South Korea to accelerate sales.

On Monday, the German car maker unveiled a drastically redesigned E-class sedan that it hopes will appeal more to younger buyers than its usual clientele of middle-aged businessmen. One of the variations on the car’s exterior trim is a sportier front grille.

“We need to make sure that we have to offer the right products for the Korean customers and need to acknowledge what they want,” Mercedes-Benz Korea President and Chief Executive Britta Seeger told Korea Real Time.